Untitled - Franchising Löwengrube

FRANCHISING
A STORY OF PASSION
The idea of a Bavarian beerhouse in Italy dates back to 2003, when, during a stay in Munich,
Pietro and Monica decided to import the spirit and feel of an authentic German beerhouse to
Limite sull’Arno, a small settlement on the outskirts of Florence.
The first Löwengrube opened on 29 September 2005, after two years of research and
development. Launching the project involved developing ways of working, recipes and
LÖWENGRUBE
ynonymous with original Bavarian beerhouses in Italy, Löwengrube is also a successful
commercial catering franchise.
Löwengrube beerhouses are known for their spacious premises, furnished in traditional Bavarian
style, with warm colours and subtle lighting. They offer a wide variety of beers from Munich,
accompanied by speciality dishes from across the Alps and they maintain a packed calendar
of events and excellence in customer service.
Business is built around a mixed target clientele, chiefly groups of friends and families looking
for an informal setting to spend time together, sampling delicious dishes and drinking good
beer in a friendly and welcoming atmosphere.
menus, and ensuring the right levels of service, both to create a business model which could
be competitive in this market, and to meet the various requirements of potential consumers.
Of course, the response was immediate and enthusiastic. The basic idea was sound: to offer
customers higher quality standards than its competitors and a strong price positioning strategy,
ultimately something completely different to anything else in the sector.
Since the opening of the parent business, there have been constant enhancements to the
business model. The first Area Kinder was created - a safe play area for children, followed by
the Biergarten - an open-air space in which to soak in the flavours of Bavaria. A full calendar of
events was launched designed to make evenings even more sociable and allow customers to
experience a unique atmosphere, such as the Oktoberfest - the most famous Bavarian event
in the world.
Customer service has therefore become the cornerstone of the whole project; the business
plan is rich and engaging, management is increasing in efficiency and innovation, and the
business offering is more easily replicated.
These are the fruits of 15 years of research and innovation in managerial, administrative and
operational systems, and they have driven the project’s move towards expansion through
franchising. Those years have been devoted not only to perfecting production-related
processes, but also to bringing together a team of professionals in franchising, who work in
direct partnership with operators in the sector. Nothing has been left to chance.
The ten years’ experience of the first operations department - which has grown constantly
over the years, despite a dwindling local population - underpin the development of the
Löwengrube Network, aimed at ensuring secure start-ups in more populous areas particularly
in recent years.
That process of fine-tuning an idea through experimentation has now reached its culmination,
meaning we can start to set our sights beyond our own national boundaries.
Löwengrube, A life’s passion.
Since 2005
THE LÖWENGRUBE FRANCHISE
THE BRAND
In Italy, the beerhouse concept is comparable to a public house, or "pub": a place where you
Löwengrube is a street in Munich, and it was
can eat snacks and drink beer, and a setting that is not necessarily family-friendly. However,
here in the historic Zum Löwen Inn at number
in Munich, you often come across groups of friends enjoying fine beers and listening to live
music or watching a football match; you might also find families enjoying typical local fare,
17 that the first beer was produced in 1383.
such as wurst and chips, delicious hamburgers and tasty meat dishes; all in an atmosphere of
The Löwengrube name is tribute to that
abundance and entertainment.
historic event, but at the same time it
represents
a
distinguishing
feature
of
So you can see that the original Munich concept of a beerhouse is exactly what’s missing in
the company's mission: to offer the best,
Italy: a business offering chiefly centred around the family, with a wealth of entertainment on
offer, at a price more appropriate for this particular target clientele.
The aim, therefore, is to stand apart from the rest of the market, such as fast food outlets,
restaurants, or the standard pub, and to create the typical atmosphere of a Bavarian
beerhouse, with products, services and atmosphere at the core of our business.
authentic Bavarian-brewed beers in Italy.
Those are the foundations of the Löwengrube project: expansion and the acquisition of
new market share in the coming years are therefore not just a possibility, but a certainty. The
'Löwengrube experience' could be described as truly culinary, enriched by a number of other
factors, such as the unique nature of the products offered, the warm welcome you receive,
the special atmosphere, and the service provided.
The brand - which is trademarked - is owned
by Lowen-Com S.r.l, which manages the
outlets in the Löwengrube network and has
developed the franchising project.
THE FORMAT:
ORIGINAL MÜNCHNER BEERHOUSES
Löwengrube is therefore seen as a place to socialise. It is for anyone who wants to spend time
with their children or their friends, to relax after sport, or simply somewhere different from the
usual business dinner or lunch, something more original and informal.
Löwengrube is proof of the positive benefits derived from combining beer and food, which
The authentic Munich beerhouse is a large premise, decorated with natural materials: wood
and copper, distinctive for its warm, subtle lighting, the use of iconic, evocative objects and
decorative elements.
can be replicated beyond German borders, and can be seen as integral to the company's
strategy.
A universal feature is the beer tower and the utility area - in full view - where the beer barrels
are tapped. Integral to the concept are the special Löwen-Kinder areas - areas specially
designed for children, following sound educational principles - and the Löwen-Shop, where
Löwengrube merchandise can be purchased. During the summer, the premises extend outside
into the Biergarten, a specially designed outdoor area.
Characteristics of the premises:
The area required for a standard Business Unit is at least 400 square metres. Potential locations
will be identified from among new-build and/or redeveloped buildings, whose plans should be
submitted for preliminary assessment. Premises are generally located in main urban centres or
on streets with a high footfall. They should preferably have outdoor areas
(for use in the summer) and space for parking.
SERVICES TO CUSTOMERS:
THE RESTAURANT FOR FAMILIES AND MORE
The Löwengrube System is notable for the attention paid to the
services offered to customers.
LÖWEN-KINDER
An area fully dedicated to the little ones, totally safe and developed by a leading company in
this sector, integrated into the premises, equipped with every kind of game, and decorated to
stimulate young minds and imaginations.
This area is designed around the basis of
the educational principles developed by
Maria Montessori and implemented by
20,000 schools worldwide. We selected a
significant business partner to create the
right atmosphere; they work alongside us to
design, produce and construct our LöwenKinder areas.
KINDER MENÙ
A carefully developed menu for the little
ones (at reduced prices).
LÖWEN-SHOP #HERE
This is a merchandising outlet offering a limited selection of Löwengrube branded products,
enabling consumers to take their own little part of the beerhouse atmosphere home with them.
The focus is on creating another revenue stream from diversification in the market, but mainly at
increasing customer loyalty.
BIERGARTEN
The idea of opening up the beer garden is to enable Franchisees to give their customers the
chance to immerse themselves in our flavours; this increases the sales area and therefore the
number of covers and the potential income.
OKTOBERFEST
Every franchisee will have the opportunity to introduce their customers to the atmosphere,
products and costumes typical of Oktoberfest, which takes place every year from midSeptember to the start of October in Munich, in the famous Löwenbräu tent.
Our recreation of the Oktoberfest is possible thanks to the realistic backdrop of the Löwengrube
restaurant décor, where service is provided, as usual, by staff in authentic Bavarian costume,
in the midst of suitable decorations. Traditional music is played, providing the setting for a
customised menu reflecting the kind of fare consumed during this festival, along with the beer
which is specially produced for the event.
Löwengrube thus offers an opportunity to take part in traditional German festival, which
significantly boosts the food side of the business.
Löwengrube is the only official beerhouse in Italy to recreate the original Oktoberfest on its
premises. The beers served for this event are Münchner ('Munich-style') and can be found on
their own stand during Oktoberfest.
Löwengrube restaurants also offer the following services:
• Takeaway: the premises are designed to accommodate a takeaway beer and food business
• Free Wi-Fi
• Big screen television
The name “Löwengrube” also conveys the concept of 'technology'.
Alongside its services on premises, there is a growing emphasis on online
services. A key online service is “Book a table”, which allows customers
to check availability for any given day and make a booking.
the MENÙ:
THE VERSATILE RESTAURANT
The Löwengrube menu is rich, varied and designed according to two guiding principles. The
THE LÖWENGRUBE SYSTEM
The Löwengrube system is based on directly managed premises and the Franchising Network.
The aim is to encourage the opening of premises with a characteristic authentic Bavarian style, a
first is based on the cuisine typical of the Bavarian and South Tyrolean tradition, comprising
menu based on a wide range of high quality beers, a full and versatile selection of typical dishes,
and a selection of iconic recipes from international cuisine.
cured meats, meat dishes and traditional wurst, prepared strictly according to local custom.
The second is built around the selection of Italian and international culinary classics: pasta,
The system provides for the concession of rights to the franchisee to use trademarks, patents,
pizza, chicken, hamburgers and appetisers.
processes and methodology, business software and manuals, managerial, administrative and
The cuisine on offer therefore satisfies a wide range of tastes.
commercial systems, and all other elements constituting a part of the company’s operational
expertise.
Every dish on the menu is presented in a creative way, looks attractive and pushes the boundaries
in terms of quality, especially through generous portion sizes. Every recipe and stage of preparation
is subject to meticulous, constant care, so that production processes are optimised.
These days, the formula must meet standards of excellence in
terms of:
• Quick preparation times, to allow optimum table rotation times;
• Optimal staffing. Levels of standardisation within processes enable faster working, both in the
restaurant and in the kitchen, reducing excess staff;
• Maintenance and safeguarding of product quality through the identification of business
partners who can guarantee full compliance with the original recipes.
The smooth running of the Löwengrube System and
the optimisation of the working methods of each of the
Franchisees is assured through the Löwengrube Manual,
which sets out in detail all the information needed to run
the Business Unit.
The system is based on synergy with remarkably straightforward premises management. The
effective collaboration with international partners offers clear benefits to the Franchisee, such as
the use of an established supply chain for all products - including non-food products - through the
Distribution Platform, which guarantees:
• Highly efficient strategic support:
• A highly personalised system for moving, procuring and storing goods;
• Budget optimisation, through efficient asset management.
These are just some of the benefits which can be achieved through the Löwengrube Distribution
Platform, which is made to measure to satisfy the productivity requirements of each Franchisee.
Anheuser-Busch InBev (AB InBev)
The biggest beer producer in the world; owner of more than 50 of
the best-known brands active in the sector.
This is a leading trading company in the industry. For AB InBev, the
THE POTENTIAL FRANCHISEE
Löwengrube system represents such a real opportunity for growth
that it has given the project its full backing. As sole supplier,
it guarantees the quality and originality of the product; as a business partner it has the
capability to offer all the originality and quality of German beer.
Some beers:
LÖWENBRÄU brews its beer in accordance with ancient Laws on German purity
and is characterised by low fermentation, lightness on the palate and a slightly
bitter aftertaste. Found in more than 50 countries across 5 continents, it is one
of Italy’s best-selling beers.
SPATEN (or Spaten-Braun in full) is a brewery in Munich founded in 1397, which
later went on to become part of the AB InBev group. A particular characteristic
is the amber colour which, along with some of its ingredients, make this beer
rich on the palate.
FRANZISKANER is the Weissbeer par excellence, light, decidedly refreshing,
and one of the world’s most highly prized beers.
“A beer full of high quality grain, a craftsman’s
beer, sweet and mellow, decidedly refined”
(Source: Research International)
The Löwengrube System is designed for entrepreneurs who are prepared to dedicate
themselves full-time to a business that guarantees optimal economic results in return for
passion, commitment and dedication.
No previous experience in catering is required: the skills needed to operate the business will
be covered in a preliminary training phase involving the Business Unit’s strategic and support
partners alongside the entrepreneur.
The potential Franchisee must prove the availability of sufficient capital to achieve the opening
of the Business Unit, and must have a natural enthusiasm for the project, which requires a
significant investment of time and resources.
The potential franchisee, when signing the contract, must satisfy the legal requirements for
running a commercial business involving the provision of food and drink. In particular, they
must show that they have:
• set up a corporate body (capital company or persons) with company
capital and suitable objectives;
• ensured the company manager and/or administrator has registered
officially as a purveyor of food and drink;
• received a licence from the local authorities to sell food and drink to
the public.
SERVICES TO THE FRANCHISEE
Lowen-Com S.r.l, the company which owns the brand and the Franchise project, passes on to
INVESTMENT REQUIRED FROM
THE FRANCHISEE
its franchisees the most innovative systems for operating in complete safety, and provides full
assistance and a vast range of services, including but not limited to:
1. Professional support during the Premises selection phase, through an accurate feasibility study;
2. Assistance during Premises rental or purchase cost negotiations;
3. Assistance with designing and delivering the concept with fixtures, fittings and décor to suit
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the Löwengrube philosophy;
Organisational and logistical planning in the opening phase through support from the
distribution partner to ensure:
Highly efficient strategic support;
Bespoke procedure for moving, procuring and storing goods, based on the franchising
format;
Budget optimisation.
The presence of expert personnel from the Lowen-Com Guidance team during the preopening, opening and management phases;
Training courses: LÖWENGRUBE ACADEMY. The franchisee will benefit from pre-opening
training in the Löwengrube System, with particular reference to:
Beer tapping and service
The use of management Systems (Kitchen, Till, Tablet etc.)
Refresher courses
Company meetings
Pre-opening training for selected staff
Operating Manual for the Löwengrube system procedures;
8. Financial assistance (through agreed credit institutions);
9. Support for the planning of marketing and communication campaigns;
10.Administrative and managerial assistance, and help
with selecting staff.
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Type of contract: franchise
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Minimum contract term: 15 years
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Entry fee: €35,000.00
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Minimum initial investment: €400,000.00
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Minimum surface area 400 m²
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Minimum availability of initial capital: 40%
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Monthly payments: calculated according to net sales
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Royalties on net sales: 4%
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Marketing contribution: 1.5%
All information about the sum of the investment in economic and financial
terms shall be provided to the Franchisee in each individual case.
LOWEN-COM SRL
Via Provinciale Limitese, 1
Capraia e Limite (Florence) Italy
VAT N°. 06365380481
franchising@lowengrube.it
franchising.lowengrube.it
Secretary: +39 0571 073 300